Short answer
Put the policy URL in the Privacy Policy URL field in App Store Connect and add a link inside the app, for example in settings or on the sign-up screen. Then check the policy names the data collected, how and why, every third party that gets data such as analytics, ads and SDKs, how long data is kept, and how a user can withdraw consent or ask for deletion. Resubmit and say what changed in the review notes.
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Why Apple flagged the privacy policy, and the fix
01
The link is missing in App Store Connect or in the app
“All apps must include a link to their privacy policy in the App Store Connect metadata field and within the app in an easily accessible manner.” Apple, Guideline 5.1.1(i)
Both places are required, even for an app that collects no data. Check the URL opens a real page, not a login screen or a 404.
02
The policy doesn’t say what the app collects
“Identify what data, if any, the app/service collects, how it collects that data, and all uses of that data.” Apple, Guideline 5.1.1(i)
A policy written only for a website can leave out the app. List the data the app and its backend collect, how they collect it and every use of it.
03
Third parties and SDKs aren’t covered
“will provide the same or equal protection of user data as stated in the app’s privacy policy and required by these Guidelines.” Apple, Guideline 5.1.1(i)
Apple names analytics tools, advertising networks and third-party SDKs. The policy must confirm that any third party that gets user data provides the same or equal protection as the privacy policy states and the Guidelines require.
04
Retention and deletion aren’t explained
“Explain its data retention/deletion policies and describe how a user can revoke consent and/or request deletion of the user’s data.” Apple, Guideline 5.1.1(i)
Also check: the policy says how long data is kept and how a user can withdraw consent or ask for their data to be deleted.
Checked against the vendor’s docs on : Apple: App Review Guidelines, 5.1.1 Data Collection and Storage; App Store Connect Help: App information (Privacy Policy URL); Apple: App Review (replying and appeals).
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Resubmit before Apple’s holiday slowdown
Pay for the Diagnosis and send the rejection and access to the app by (US Eastern). The Diagnosis is back by . Pay for the Fix that day and it arrives as a pull request by , in time to build and resubmit before .
In past years Apple said reviews may take longer around the holidays: December 20 to 26 in 2024 (opens in a new tab), December 22 to 27 in 2023 (opens in a new tab), December 23 to 27 in 2022 (opens in a new tab). Apple hasn’t posted its 2026 dates yet (checked ). Approval stays Apple’s decision.
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Related: App Store Guideline 5.1.1 · App Store Guideline 5.1.1(v) account deletion · App Store Guideline 5.1.2 data use and sharing · App Store Guideline 5.1.1(ix)